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Keywords: Social sciences
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (1996) 30 (9): 13–36.
Published: 01 September 1996
... an implicit model of services, and researchers blend factory and drama metaphors to take into account the human qualities of service inputs. Addresses concerns expressed by those who criticize the use of metaphor in social science research and suggests that metaphors can contribute to increased creativity...
